The Landing Page Copywriting Formula That Actually Converts

Your landing page copy sucks. Not because you can't write—because you don't have a formula.

Here's the exact formula that turns visitors into customers.

The Formula: PAS + Features as Benefits + CTA

PAS = Problem, Agitate, Solution

This is your hook. It gets attention in the first 3 seconds.

Features as Benefits = Show value, not specs

This is your proof. It builds desire.

CTA = One clear action

This is your close. It converts desire into action.

Let's break it down.

Part 1: PAS (Problem, Agitate, Solution)

Problem: Identify the Pain

What problem does your product solve?

Bad: "We offer cloud-based project management solutions" Good: "Your team is drowning in Slack messages and missed deadlines"

Be specific. The more visceral, the better.

Agitate: Make It Hurt

Remind them why this problem sucks.

"Every missed deadline costs you customer trust. Every disorganized project costs you money. Every Slack thread that goes nowhere costs you hours."

Don't be subtle. Twist the knife.

Solution: Be the Hero

Now introduce your product as the cure.

"That's why we built [Product]. One dashboard. Every project. Zero chaos."

Relief. Finally, a way out.

PAS Example (Full):

Problem: "Your landing pages convert at 2% and you don't know why."

Agitate: "You're spending thousands on ads, sending traffic to a page that's bleeding money. Every visitor that bounces is cash down the drain."

Solution: "PageRekt roasts your landing page with 6 AI personas. See exactly what's broken, exactly how to fix it."

Hook, twist, save.

Part 2: Features as Benefits

Nobody cares about features. They care about results.

The Translation:

Feature: "AI-powered analysis" Benefit: "Get feedback in 2 minutes, not 2 weeks"

Feature: "6 different personas" Benefit: "See your page from 6 expert perspectives—CEO, Designer, UX, Developer, Marketer, Copywriter"

Feature: "Unlimited roasts" Benefit: "Iterate fast. Test every change. Never run out of feedback."

Always answer: "So what? What's in it for me?"

The So What Test

Write a feature. Add "So what?" after it. Answer that.

"AI-powered analysis" → So what? → "You get instant feedback instead of waiting for human experts"

"6 personas" → So what? → "You get 6 different expert opinions in one roast"

"Unlimited roasts" → So what? → "You can test changes without worrying about running out of credits"

Keep asking until you hit the real benefit.

Part 3: The CTA (Call to Action)

Your CTA is where most landing pages die.

CTA Killers:

• "Submit"
• "Learn More"
• "Click Here"
• "Get Started"

Vague. Boring. Zero motivation.

CTA Winners:

• "Get My Free Roast"
• "Show Me What's Broken"
• "Roast My Landing Page"
• "See My Score"

Specific. Valuable. Clear outcome.

The CTA Formula:

[Action Verb] + [Specific Outcome] + [Remove Friction]

Examples:

• "Get My Free Roast" (get + roast + free)
• "Start Free Trial — No Credit Card" (start + trial + no friction)
• "See My Recommendations — 2 Minute Setup" (see + recommendations + fast)

Make it impossible to misunderstand what happens when they click.

Putting It All Together

Here's the full formula in action:

---

Headline (Problem): "Your Landing Page is Losing You Money"

Subheadline (Agitate): "Every visitor that bounces is a lost sale. You're spending on ads but don't know what's broken."

Solution: "PageRekt roasts your landing page with 6 AI bear personas. Get brutally honest feedback in 2 minutes."

Features as Benefits:

• ✓ Instant feedback — No waiting for human experts
• ✓ 6 expert perspectives — CEO, Designer, UX, Dev, Marketer, Copywriter
• ✓ Unlimited roasts — Test every change without limits
• ✓ Voice narration — Listen to your roast while you work

Social Proof: "Thousands of landing pages roasted and improved"

CTA: "Get My Free Roast →"

---

That's the formula. Problem → Agitate → Solution → Benefits → CTA.

Advanced Copywriting Tricks

Trick 1: Use "You" Not "We"

Bad: "We help companies manage projects" Good: "You'll ship projects 2x faster"

Make it about them, not you.

Trick 2: Specificity Beats Vagueness

Bad: "Improve your landing page" Good: "Boost conversions by finding the 3 things killing your CTA"

Specific claims are more believable.

Trick 3: Show the Before/After

Before: "Spending $5k/month on ads, converting at 2%" After: "Same ad spend, now converting at 8%"

Paint the transformation.

Trick 4: Use Power Words

Words that trigger emotion:

• Free
• Instant
• Proven
• Guaranteed
• You
• New
• Effortless

Words that kill emotion:

• Submit
• Form
• Terms
• Obligation
• Contract

Choose words that feel good.

Trick 5: One Idea Per Sentence

Long sentences lose readers.

Bad: "PageRekt is an AI-powered landing page roasting tool that uses 6 different personas to analyze your page from multiple expert perspectives including CEO, Designer, UX expert, Developer, Marketer, and Copywriter, giving you comprehensive feedback in just 2 minutes."

Good: "PageRekt roasts your landing page. 6 AI bear personas. 6 expert perspectives. Feedback in 2 minutes."

Short sentences. Easy to scan. More persuasive.

Headline Formulas That Work

Formula 1: Problem + Solution

"Your Landing Page Sucks. Here's How to Fix It."

Formula 2: Question + Answer

"Why Do Visitors Bounce? Your Value Prop is Invisible."

Formula 3: Benefit + Timeframe

"Double Your Conversions in 48 Hours"

Formula 4: Before/After

"From 2% to 12% Conversion in One Weekend"

Formula 5: Contrarian

"Stop A/B Testing. Fix What's Obviously Broken First."

Test different formulas. See what resonates.

Copy Length: Long vs Short

Short copy works when:

• Product is simple
• Audience knows the problem
• Low price point
• Impulse purchase

Long copy works when:

• Product is complex
• Audience is skeptical
• High price point
• Considered purchase

B2B SaaS? Long copy. E-commerce gadget? Short copy. PageRekt roast? Medium copy (explain personas, show value, CTA).

The Reality Check

Good copy can't save a bad product. But bad copy will kill a good product.

Your landing page has 3 seconds to:

1. Identify the problem
2. Promise a solution
3. Give a reason to care

If your copy doesn't do all three, you're losing conversions.

Want to know if your copy is working? Get roasted by PageRekt. Our Copywriter Bear will tear your headlines, CTAs, and value prop apart (then tell you exactly how to fix them).

Try it free, or get the full Deep Dive roast for $26.99 (one-time) or $29.99/month unlimited.